Campaign details

Brand: LinkedIn
Agency: BMB

It Takes A Community to Build A Career

There is an old adage: it takes a village to raise a child. A proverb that talks to an essential truth: a community helps you develop.

It is a truth that crosses borders and language, and shares a common humanity.

LinkedIn was built to serve this purpose. Never conceived as just a job site, its founding purpose was to help connect professional people, to help each other achieve whatever form of success they aspire to.

The Problem

In the years since its founding in 2002, perceptions of LinkedIn have shifted to a place far from its stated purpose. It is seen as a cold, corporate and faceless organisation1 by career builders across the world, individuals between the ages of 25-40 who are LinkedIn's prime audience. As a place for people who value power, achievement and a degree of conformity2. This could not be further from the truth. Those who really use LinkedIn, gain a lot. They 'build collaborative relationships' which help them navigate the treacherous world of work and career, and find it an invaluable tool.3